MKT 462 Marketing Strategy Summer 2013 Syllabus

7/27/2019 MKT 462 Marketing Strategy Summer 2013 Syllabus

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MKT 462 Competitive Marketing StrategySummer 2013

MTTH 5:25-7:30pm, BAC 311

Instructor: Scott Cowley E-mail:[email protected]

Office: BAC 411 Office hours: T 4:00-5:00 pm or by apptPhone: (480) 965-2936

Required Text: Data-Driven Marketing: The 15 Metrics Everyone in Marketing ShouldKnow, Mark Jeffery, Wiley (2010)Marketing in the Age of Google, Revised and Updated, Vanessa Fox,Wiley (2012)

Prerequisites: MKT 302, MKT 352, MKT 402

Course Overview

MKT 462 is a capstone course designed to help students make strategic marketing

decisions in a competitive environment. This particular section will emphasize digitalmarketing strategy, but equip students with tools and strategic approaches that can bebroadly applied.

The objectives of MKT 462 are to enable students to:1. Differentiate between and execute both marketing strategy and marketing tactics.2. Conduct legitimately useful market analysis and competitive analysis.3. Identify sources of competitive marketing advantage.4. Make data-driven marketing decisions.5. Gain valuable consulting experience and learn skills that will help students get better

jobs and have greater professional experiences.

Class Philosophy

This course is designed to aid you in transitioning from the structured world of marketingcourses to the unstructured, ambiguous, competitive marketplace (which also happens tobe a lot more fun). To accomplish this, we'll incorporate a variety of projects, including real-world marketing consulting, a competitive promotion contest, case studies, presentations,etc. Along the way, you'll acquire a set of tools and decision processes that you'll be able toemploy again and again throughout your marketing career.

Grades

Exam 1 100 points A+ = 97-100% 697Exam 2 100 points A = 93-96.9% 651Consulting Project 100 points A- = 90-92.9% 630

Quizzes (10) 100 points B+ = 87-89.9% 609Content & Promo Strategy 30 + 70 points B = 83-86.9% 581Promotion Presentation 50 points B- = 80-82.9% 560Market Analysis 20 points C+ = 77-79.9% 539Competitive Analysis 20 points C = 70-76.9% 490Customer Persona 20 points D = 60-69.9% 420


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Site Audit 20 points E = 0-59.9%Social Media & Content Audit 20 pointsParticipation 50 points

700 points

I can't adjust grades due to factors outside of the course (e.g. GPA trouble, work conflicts,

personal problems, etc.) so do yourself a favor: plan ahead, give your best effort, and cometo class prepared to participate and excited to learn.

Assignments are due before the beginning of class and are to be typed and e-mailedto [email protected]. Late work will only be accepted up to 24 hours after the originaldeadline and be awarded a maximum 80% of the original possible points.

Exams

There will be two exams during the class each worth 100 points. Each exam will coverassigned text material, lectures, group exercises, and class discussion. No make-up examswill be given unless arrangements are made before the exam and only with the instructor'sapproval. In other words, if you are unable to take the test at the arranged time, you must

contact me BEFORE class time.

Consulting Project

The consulting project is a full-scale digital marketing audit including recommendations fora local business. The student will select a business that meets specific criteria and makecontact with key marketing figures there.

The final consulting report will be submitted to the client and include the followingcomponents:

Market Analysis Competitive Analysis (Assets & Advantages)

Keyword Research

Site Audit & Recommendations (Architecture, Conversion, Search Optimization)

Social Media & Content

Each of these components will actually be completed first as a standardized classassignment (so that the student can get practice and receive feedback). Then the studentwill complete a similar assignment for their particular client company and incorporate itinto the final report.

Promotion Contest and Presentation

Students will participate in a competitive exercise that involves creating a unique contentpiece, a promotion strategy for the content, and competing to garner pageviews over aweek period.

The student will present their personal experience and results as a mini case study in class,using the Ignite presentation format (20 slides, 15 seconds each).

Students will be graded on the quality of their research and content, promotion plan, andexecution. Grades will not be based on actual pageview outcomes.


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Quizzes

As an incentive to come to class prepared and having read the assigned materials, therewill be 11 quizzes administered during the semester, each at the beginning of class. Eachquiz will include 5 questions and can include any material discussed in the day's readings

or from the previous class. These quizzes are designed to evaluate preparedness andconceptual understanding. The lowest of the 11 quiz scores will be dropped.

Attendance Policy and Participation

Your class participation grade will reflect your input into the class through participation andin-class exercises. This is an interactive course, so therefore you are expected to attendand participate in each and every class. Participation points are earned rather thandeducted. It is your responsibility to obtain class material from another student if you areabsent. I can't use office hours as a second lecture. Without documented support for anabsence (e.g. doctors note) the instructor will not provide the student the opportunity tomake up work/points missed in class. If you cannot make it to class due to someexceptional reason, please notify me in advance.

Academic Integrity

Students are encouraged to share intellectual views and discuss freely the principles andapplications of course materials. However, graded work/exercises must be the product ofindependent effort unless otherwise instructed. Students are expected to adhere to the ASUCode of Academic Integrity as described in the ASU General Catalog. See:http://www.asu.edu/studentaffairs/studentlife/judicial/academic_integrity.htm

Classroom Behavior & Tech Policy

You are enrolled in a professional major course; please treat everyone with respect andhelpfulness. Make sure all cell phones are turned off prior to class. Laptops are encouraged,

since we'll be using many web-based tools throughout the course. Sexual harassment ofany kind will not be tolerated. The Arizona Board of Regents Student Code of Conduct,ABOR Policy 5-308, prohibits threats of physical harm to any member of the Universitycommunity, including to ones self.See: http://www.asu.edu/aad/manuals/sta/sta104-01.html

Special Needs and Accommodations

Please plan to meet with me by appointment or during office hours to discussaccommodations and how my course requirements and activities may impact your abilityto fully participate. Please let me know as soon as possible if you need ANYaccommodation for a disability. I can work with you and Disability Resources for Students(480-965-1234) to make the appropriate accommodations.
http://www.asu.edu/aad/manuals/sta/sta104-01.htmlhttp://www.asu.edu/aad/manuals/sta/sta104-01.html


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MKT 462 - COURSE SCHEDULE (subject to change)

Day TopicAssignments

(Completed Before Class)

7/8 (M)

Introduction to the Course and to

Marketing Strategy

7/9 (T)Market Analysis

Read Google Ch. 1-2

7/11 (Th) Competitive AnalysisMarket Analysis Assignment

Due

Read DDM Ch. 1-2

7/15 (M)

Promotion Strategy

Guest Speaker

Company Selection Due

Read Google Ch. 3

Read DDM Ch. 3

7/16 (T)Customer Segmentation

Competitive AnalysisAssignment Due

Read Google Ch. 4Read DDM Ch. 6

7/18 (Th) Customer AcquisitionZAGG Content Due

Read Google Ch. 5

7/22 (M)Advertising & ROI

(Promotion Period Begins, Ending on 7/28)

ZAGG Promotion Plan Due

Read DDM Ch. 5

7/23 (T) Distribution & PartnershipsCustomer PersonaAssignment Due

7/25 (Th) Exam 1-

7/29 (M)Promotion Case Presentations

Branding & Web Presence

Promotion Case Slides Due

Read Google Ch. 6

7/30 (T)SEO & Conversion Optimization

Read Google Ch. 7

Read DDM Ch. 4

8/1 (Th)Service & Customer Retention

Social Media

Read Google Ch. 9

Read DDM Ch. 7

8/5 (M) Pricing & Sales Site Audit Assignment Due


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Read DDM Ch. 9

Read Google Ch. 8

8/6 (T) Data-Driven Decision Making

Social Media & ContentAssignment Due

Read DDM Ch. 11

8/8 (Th)Exam Review

Work on Consulting ProjectRead Google Ch. 10

8/12 (M)Ethics, Career Management,

Course Wrap-up

Consulting Reports Due

8/13 (T) Final Exam (Exam 2) -

Documents

MKT 462 Marketing Strategy Summer 2013 Syllabus